WATCH: First packaged edible insect snack for China to be launched

A chip style snack made with silkworm powder is to be launched in China, in what is believed to be the first edible insect-based packaged product to go on sale in the country.

The product – called Bella Pupa – is made with 26% silkworm powder and has been created by serial entrepreneur Massimo Reverberi, along with a team of Chinese and French food designers and food scientists.

It was one of a handful of projects to be backed by Shanghai-based food accelerator Bits x Bites.

We spoke with Reverberi, who is also the founder of the cricket-based pasta brand Bugsaloutely, at the recent HI China exhibition in Shanghai.

Watch the video to see Reverberi discuss why silkworm was the preferred ingredient and how the product went through an extensive development and consumer testing process.

He also reveals why e-commerce will provide the brand significant retail opportunities, and discusses his next edible insect-based venture…noodles!